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Publication
O contributo dos eventos para a estratégia de branding de um destino - O caso do Millennium Estoril Open
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| 3.7 MB | Adobe PDF |
Abstract(s)
Os eventos desportivos, o turismo e o marketing dos destinos apresentam uma forte ligação, que tem vindo a aumentar de forma progressiva, particularmente após a segunda metade do século XX. Os destinos têm competido entre si tentando apresentar propostas únicas e diferenciadas para acolherem os eventos mais atrativos e que apresentem maior identificação com as caraterísticas intrínsecas dos seus territórios, procurando atrair visitantes, envolver as comunidades locais, valorizar a marca do destino e estimular a economia. A presente investigação teve como principal objetivo contribuir para o conhecimento sobre o impacto do Millennium Estoril Open para a imagem do destino Cascais. Pretendeu-se assim, analisar se a aposta neste evento é uma estratégia adequada para valorizar a marca Cascais.
Para responder a esta questão foi conduzida uma investigação empírica aplicada à edição de 2019 deste evento, utilizando uma metodologia mista de recolha de dados através da aplicação de 373 questionário a espetadores, entrevista a quatro stakeholders e à observação participativa no evento.
Assim, foi possível caraterizar o evento, o perfil dos participantes, a ligação do evento ao destino e ainda os contributos do evento para a marca Cascais. Estes resultados mostram claramente que o público-alvo deste evento é jovem, dinâmico e que muitos deles vêm em família. Por sua vez, a imagem do evento e do destino é bastante positiva considerando igualmente positiva a relevância do evento para a marca Cascais.
Since the twentieth century the deep connection that bonds sports events, tourism and marketing destinations has been steadily increasing. The destinations compete among themselves, submitting creative and unique ideas to host the most alluring events that better convey the inherent characteristics of their territory, lure tourists, engage the local communities, enrich the destination brand and stimulate the region’s economy. This thesis has as the main goal, the analyse of the impact of the Millennium Estoril Open to the image of the destination brand Cascais, considering the efficiency of the event to promote this brand. To achieve this, it was conducted thorough empirical research to the 2019’s edition of the event, using mixed-methods research based on the answers of 373 surveys done to spectators, interviews to 4 stakeholders and participant observation. The data acquired enabled the categorization of the event, the construction of the participants’ profile, the analyse of the connection between the event and the destination while also depicting its contribution to the brand Cascais. The results of this study attest that the event is targeting a younger, more dynamic audience and providing a family-friendly environment. As a result, the event is enhancing the image of the destination and improving the brand Cascais.
Since the twentieth century the deep connection that bonds sports events, tourism and marketing destinations has been steadily increasing. The destinations compete among themselves, submitting creative and unique ideas to host the most alluring events that better convey the inherent characteristics of their territory, lure tourists, engage the local communities, enrich the destination brand and stimulate the region’s economy. This thesis has as the main goal, the analyse of the impact of the Millennium Estoril Open to the image of the destination brand Cascais, considering the efficiency of the event to promote this brand. To achieve this, it was conducted thorough empirical research to the 2019’s edition of the event, using mixed-methods research based on the answers of 373 surveys done to spectators, interviews to 4 stakeholders and participant observation. The data acquired enabled the categorization of the event, the construction of the participants’ profile, the analyse of the connection between the event and the destination while also depicting its contribution to the brand Cascais. The results of this study attest that the event is targeting a younger, more dynamic audience and providing a family-friendly environment. As a result, the event is enhancing the image of the destination and improving the brand Cascais.
Description
Keywords
Millennium Estoril Open Estoril Cascais Eventos desportivos Turismo de eventos Destino Co-branding Sport events Event tourism Destinations